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Q.

What is marketing myopia ?

Asked by Nikhil, 23 May '10 07:44 am
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Answers (3)

 
1.

Short sighted and inward looking approach to marketing that focuses on the needs of the firm instead of defining the firm and its products in terms of the customers' needs and wants. Such self-centered firms fail to see and adjust to the rapid changes in their markets and, despite their previous eminence, falter, fall, and disappear. This concept was discussed in an article (titled 'Marketing Myopia,' in July-August 1960 issue of Harvard Business Review) by Harvard Business School emeritus professor of marketing, Theodore C. Levitt (1925-), who suggests that firms get trapped in this bind because they omit to ask the vital question, "What business are we in?"
Answered by jameel ahmed, 24 May '10 07:21 am

 
  
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2.

Well explained by Dinesh i thought it meant some kind of phobia about marketing!
Source: http://www.flashpapers.com/
Answered by Term paper, 22 Jun '11 12:33 pm

 
  
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3.

Marketing myopia is a term used in marketing as well as the title of an important marketing paper written by Theodore Levitt. One reason that short sightedness is so common is that people feel that they cannot accurately predict the future. While this is a legitimate concern, it is also possible to use a whole range of business prediction techniques currently available to estimate future circumstances as best as possible.
People who focus on marketing strategy, various predictive techniques, and the customer's lifetime value can rise above myopia to a certain extent. This can entail the use of long-term profit objectives (sometimes at the risk of sacrificing short term objectives).

Source: Wikipedia
Answered by Dinesh Manaktala, 23 May '10 07:54 am

 
  
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